10,000 Marshmallows Daily Links 2007-03-30
[Daily Post from ViaMetric] 10,000 Marshmallows: Businesses that Blog and Meerkat Marketing
“So how does a person market on a blog, when marketing and sales are, in a sense, telling people what they don’t want to hear? (When’s the last time you said to yourself, “I’m really in the mood for a sales pitch”?) And how do you keep those fickle readers from clicking away when your audience is anything but captive?”
Marketing Today: The Bottom Line on Marketing Accountability
“Marketing accountability continues to be a hot topic. The reality is that there is a lot of talk, but not an equivalent degree of action. Consider a recent study by the CMO Council that found less than 20% of top technology marketers surveyed had developed “meaningful, comprehensive measures and metrics for their marketing organizations.” The last major study on marketing ROI found that 68% of marketers were unable to determine the ROI of their initiatives.”
iMedia Connection: Study: CFOs Don’t See Marketing ROI
“Despite marketing’s drive toward financial accountability, only 7 percent of senior-level financial executives surveyed report being satisfied with their company’s ability to measure marketing ROI, according to new survey findings released today […] The nationwide survey, conducted in November 2006, also found that only one in 10 senior-level financial executives report confidence in marketing’s ability to forecast its impact on sales.”
97th floor: Fortune 100’s are letting Google Tarnish their Reputation
“29 fortune 100’s have negative results in Google when searching for their brand. Some are as small as lawsuit details but some are specific awareness campaigns claiming such things as murder, destroying the earth and poisoning pregnant women. Regardless of the claim or the evidence behind it I was surprised that companies with such power were not doing something more in terms of Reputation Management in order to lessen the blow of these sites ranking for their Brand Name.”
“Imagine a communication channel that wasn’t about ‘us or them’, instead what if you could both talk about something else, something you both inherently cared about ~ i.e. a higher calling?”
Fast Company: The Blog’s New Role in Crisis Communications
“So, why a blog in a crisis? You have the ability to offer updates instantly. You can use a human voice to accommodate the public’s emotional response. And it produces a record of your response.”
Customer World: Direct Marketing Forecast -2007
“Expect direct marketers to flex their inherent strength in database marketing, direct mail and segmentation more fully as it applies to interactive marketing. In order to enable this there will be more investment in technology gathering better data to make informed data driven decisions. The critical importance of data continues for direct marketers with a focus on integration, targeting and renewed perspective on what is relevant. “
Discussion
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